For marketers in 2014, a completely integrated mobile strategy can no longer be wishful thinking. The "mobile first" rallying cry is now a requirement, as consumers increasingly divide their attentions between smartphones, desktops, tablets and other connected devices. If your brand doesn't make these platform switches fast and easy, consumers will just as quickly find a different brand to meet their needs.
Marketers need refreshed mobile strategies and cross-channel approaches if they hope to keep up in today's evolving digital landscape. While planning your marketing efforts and budgets through the end of the year, consider these key areas for mobile improvement:
1. Go responsive: In a recent survey of over 2,500 marketers, more than 40 percent of respondents admitted that their email content wasn't usually optimized for tablets and phones, even though 30–50 percent of their subscribers used mobile devices to consume that content. Leading publishers and brands (from CNN to TechCrunch) either have already implemented, or will soon unveil, completely responsive websites, which solve the multi-device problem by customizing layout to the size of the screen. This attention to user experience makes it easier for customers to read, click and buy. Look into a responsive website, or at least responsive landing pages, as part of your mobile strategy this year.
2. Use email wisely: In the same survey, 58 percent of marketers said they were expecting to increase email spend this year by pushing out more campaigns—efforts that will build stronger loyalty and engagement with brands while complementing a more integrated mobile strategy. According to Publicis Groupe's Zenith Optimedia, mobile will contribute 36 percent of all ad spend between 2013 and 2016, making it the main source of growth in global ad spend. Translate your brand's messaging to mobile with a combination of mobile-optimized email and targeted mobile advertising.
3. Cross-channel personalization: In 2014 marketers will find it easier to offer consumers a personalized experience from channel to channel. Email and Web personalization are important—emails with dynamic content, personalized shopping carts and guided selling based on purchase history—but consider how your push notifications, SMS, advertising (whether web or social) and social media presence can become more personally targeted, too. Managing campaigns across multiple platforms has been technologically complex in the past, but it's now easier than ever to understand your customers' habits across the Web and meet them at every opportunity.
To learn more about mobile and cross-channel marketing trends for the upcoming year, read the "2014 State of Marketing":
If you're an advertiser and want to know more about Adweek BrandShare, email us.